How To Make The Most Out Of Working With Your Social Media Team

How To Make The Most Out Of Working With Your Social Media Team

Take a look at nearly any recent photograph that shows a large group of people and it’s almost certain that many in the crowd are staring at their smartphones. Possibly some just received a text. But the odds are that a good chunk of them are looking at Facebook, Twitter, Instagram or other social media platforms. This is why social media is such a critical tool in promoting personal or business brands. But let’s face it. Many of us don’t have the time or the expertise to run a successful social media campaign on our own, which is why so many businesses and professionals today are hiring out the job. It’s a smart move because entrusting your social media marketing to a professional team can pay huge dividends. But (and isn’t there always a but?) don’t think that you’re completely off the hook if you want to be really successful.  You’re a key part of the team! Here are a few ways that you can help your social media team be most effective in managing your campaign. Keep them apprised of important happenings. Maybe you’re a CEO and your company has a major event coming up next month. Perhaps you’re an author and you have a schedule of book signings on the horizon. Make sure your social media team knows well enough in advance so they can make the most of promoting your events. Provide quotes or observations about world events. At EMSI, our social media team follows the news to see if anything is happening relevant to a client’s message. They’ll ask clients for a quote or for...
The Key Ingredients To Developing A Social Media Strategy

The Key Ingredients To Developing A Social Media Strategy

It’s hardly a secret that, if you’re promoting a brand, a great tool at your disposal is all the social media sites that have sprung up over the last several years and continue to flourish, such as Facebook, Twitter, LinkedIn, Instagram and others. But, as I hope everyone also knows by now, it’s easy – much too easy – to make brand-damaging mistakes on social media if you’re not careful. Big mistakes! In fact, if your aim is to promote your brand successfully, you shouldn’t even attempt social media without a carefully planned strategy. The willy-nilly approach won’t do it, and you even could end up in worse shape than before you started. So how does someone go about developing a social media strategy that works? Glad you asked! To answer the question, as I often do in such circumstances, I turned to one of the team members here at EMSI for assistance. In this case, it was Jay York, our senior social media strategist, who understands the nuances of social media and how to make the best use of social media’s advantages while avoiding the disadvantages. Jay says these four steps are critical as you develop your social media strategy: Identify your target audience. It’s important to decide just who it is you are trying to reach because that will affect the subsequent steps in your strategy. For example, knowing the likes and needs of your target audience will help determine the type of content you share on social media. If you sell a pricey item for teenagers, for instance, your target audience might actually be their parents...
An Active Presence On Social Media Can Head Off Bad Publicity

An Active Presence On Social Media Can Head Off Bad Publicity

I’m going to guess that if you wanted to track down the origin of consumer complaints, you would end up somewhere around the very first time humans got together to trade goods and services. Being unhappy with a transaction is a universal feeling – and was probably just as frustrating thousands of years ago as it is today! We’ve all been there at one time or another; all that’s changed is how we go about reporting our dissatisfaction. Over the years, we’ve tried mail. We’ve tried the telephone. We’ve tried email. But more and more these days, consumers are turning to social media as a favored route for grumbling about products or services that didn’t measure up to their expectations. The only question is whether anyone on the receiving end of those social media complaints is paying attention – and too often they aren’t! Perhaps that’s why I was so impressed by a recent news item that said CarMax employs a seven-member social-care team that responds to customer concerns, questions and complaints, usually in an hour or less. That sounds like a pretty good-sized team, until you keep reading in the article and learn that the team engages with about 4,000 to 6,000 people each month! That’s a lot of customers or potential customers who take to Facebook, Twitter or other platforms to communicate with CarMax about their experiences, both good and bad. But it’s also just one more example of what our social media strategists at EMSI have been telling me for quite some time now. Social media platforms have become a major player in the way customers...
Recommended Reading: 3 Articles That Explore And Extol Social Media’s Impact

Recommended Reading: 3 Articles That Explore And Extol Social Media’s Impact

  This week three articles came across my desk that resonated with me because they reinforce, and state beautifully, some of the things that we at EMSI have been saying about the value of social media for quite awhile now. These articles were such an inspiration that I nearly decided to burrow through old PR Insiders that touched on the same topics, and update what I wrote before as a reminder about why social media needs to be a part of your marketing efforts. But then it dawned on me. Rather than repeat myself, it might be an even better idea to let you hear some other voices for a change. So allow me to share with you a little about what stood out for me with each of the three articles, and provide links so you can read them in full. (In my view, they are definitely worth the time.) 5 reasons your boss needs to be on social media. One of my favorite things about this article is how it points out that no matter your target audience, social media is where you’ll find the people you’re marketing to. “Globally, more than two billion people are now on social media,” he writes. “The average user spends nearly two hours a day on social platforms. Studies have shown that millennials watch more YouTube than TV, and three out of four consumers say social media impacts their buying decisions. There’s little question that these trends will continue as more and newer social patterns emerge. So for executives, this begs the question: Social media is where your customers are —shouldn’t...
Why Small Businesses Shouldn’t Ignore Social Media – Even If They Could

Why Small Businesses Shouldn’t Ignore Social Media – Even If They Could

When it comes to social media, I suspect that a certain segment of the 55 and older crowd may still have something in common with a successful businessman I recently spoke with. Intellectually, he knew he should be on social media. He understood he could use it to grow his brand and reach people he otherwise wouldn’t reach. But somehow, for some reason, his heart wasn’t in it. He just couldn’t get passionate about plunging into the social media game. And maybe, for him, that’s okay. I mean, do you absolutely, positively have to be on social media to succeed in business today? Well, perhaps not. But I also know this. If you forego social media, you’ll be placing limits on what your business will accomplish because you’ll miss out on lots of opportunities. In fact, some potential customers may dismiss you out of hand. And, frankly, there’s really no reason not to do it because setting up social media accounts is free! This is National Small Business Week and, as a small business owner myself, I thought this would be a good time to explore just how valuable the social media world can be for small businesses. So let’s start by asking another, more pertinent question. Will social media help your business be an even better success? You bet! Several months ago the Social Media Examiner released its seventh annual Social Media Marketing Industry Report, which showed that more than 50 percent of small businesses say social media helped them increase sales within two years. Stretch that out to five years and 70 percent say they saw sales...
Beware Of These 5 Social Media Mistakes

Beware Of These 5 Social Media Mistakes

Social media sites have become a powerful way to market your brand, but anyone who follows the news is aware they present pitfalls as well. Companies end up apologizing over ill-advised tweets. Individuals create controversy with Facebook posts they thought were innocuous – or perhaps knew would be controversial but didn’t anticipate just how controversial. If you’re like me, you probably have more than enough headaches without adding a social media blunder to the list! So to help you avoid some of the more common mistakes that businesses and individuals make, I asked EMSI’s social media team to chime in. Here’s how they say many people go astray: Treating every platform the same. Social media sites are different and you need to approach them differently. Facebook, for example, is the most consumer-friendly and the first place most people go, whether they want to share photos of their grandchildren or learn what others have to say about their experiences with a business. LinkedIn is better for business and professional purposes. Twitter, with its character limit on messages, is the high-speed, information-now site. It’s a great place to check news updates. You also can get away with posting more often here than you can on other sites. Posting too frequently – or not frequently enough. You want a happy balance here. Some people flood their followers with Facebook posts. It becomes too much of a good thing and your followers’ eyes glaze over as they scroll quickly past your latest post – perhaps thinking, “Oh, no! Not him or her again!” On the other hand, out of sight is out of...